For Photographers

Discard Discounts

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A photographer can’t discount their way to success. If it was possible, don’t you think every photographer would be doing it?

When you discount, you penalize customers who pay your normal price. For example, after buying a $400 winter coat, do you feel cheated the following week when the same coat is discounted 50%?

When you discount, it means you have no other value to offer the customer.

Discounting attracts price shoppers. Is that what you want? If you offer a discounted price of, say, $99 for a business headshot, then you’ll attract $99 customers. If they like your work, they’ll tell all their $99 friends and you’ll get more $99 customers.
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Ninety-nine percent chance

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There’s a ninety-nine percent chance that the next potential customer who phones will ask, “How much?”

So how are you going to respond? Just hem and haw? Mumble something like, “It depends”?

Ideally a price should not be given over the phone. It’s always better to use e-mail. When you give a price over the phone, the customer will remember only the price and nothing else you said.

A customer asks “how much” usually because they don’t know what else to ask. While price may be important to them, the true reason they call is that they’re trying to figure out if you’re the right photographer for them. Do you understand their needs? Can you do the work properly? Do they feel reassured by you?

When that inevitable question is asked, you have to be ready without missing a beat. The way to do this is to have a prepared script or checklist which includes a number of questions for the customer, for example:
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Quotable Stress

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A photographer wrote to say:

“I don’t know why sending out job quotes still stresses me out too much after all these years. I tie too much emotion to my business at times.”

She went on to say that she wanted to learn to separate her business from her emotions because, she said, it’s not personal, it’s just business.

 

If you view your photography as art then perhaps you should also view your business as an art. And art tends to be emotional.

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Cut Out The Middleman

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If you’re an event photographer, you may have noticed there are some online businesses that offer to connect you with customers. How nice of them.

One such company, based in Europe, is currently sending emails to photographers in several cities around the world. This company claims in its email that it has a customer with an urgent need for photo services in the photographer’s area.

You might ignore this email because of its generic wording or because it looks like spam. But you’ll get more similar emails in the following weeks and months. The emails have a fake “unsubscribe” link that does nothing.

All these additional emails claim that the company has yet another customer with an immediate need for event photography in your area. Of course, there is no customer. The oddly worded emails are often the same with the name or date of the unidentified event changed.
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Licensing Fees for Photography

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There are usually three components to a commercial or corporate photographer’s price: production expenses, photo fee (or creative fee) and licensing fee (or usage fee).

The first item, production expenses, refers to all expenses directly related to the job at hand. It doesn’t include your cost of doing business. It should be straightforward as to how to determine and charge for production expenses.

Photographers often charge a markup on some of these expenses but some clients ask for receipts and will refuse to pay any markup.

One important expense is your own equipment. Some photographers charge each client a rental fee for using their own photo equipment. Other photographers put the cost of their own equipment into their cost of doing business and wrap that into their photo fee. I’m not sure which method is better but remember that the cost of your own equipment must be recouped.
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Creating Memorable Photos For Marketing

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Researchers at MIT recently published a study and online demo about trying to understand and predict image memorability. The study used 60,000 images and a few thousand participants.

A goal of this research was “[u]nderstanding why certain things are memorable…” so that it might someday be possible to create better images thereby “allowing people to consume information more efficiently.” (If you’re a photographer, please stop laughing.)

Researchers found that the most memorable pictures usually included – wait for it – faces or other human body parts. The least memorable pictures were those of generic scenes, especially landscapes and other types of nature. The researchers called their results a “trend.” Most photographers know that this “trend” has been around for 170 years.
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Yet Another Toronto Photo Rights Grab

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The City of Toronto is desperate for free pictures. The city is running yet another photo-rights grab disguised as a photo contest.

The city is asking people to send in winter pictures taken in city parks, ravines and recreation centres. The latter case, taking pictures inside recreation centres, violates the city’s own code of conduct for recreation centres.

In public parks, the city’s parks people are known for harassing photographers who have “big cameras” but no photo permit. Toronto even says that news photographers need prior city permission before shooting in a public park. But now, Toronto has a contest asking people to do what the city tries to ban.

Just like all previous Toronto photo contests, the rules say that Toronto gets:
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